A lot of people have a point of view about the state of healthcare in our country. Giving them a place online to voice that view is a natural fit. Having that site sponsored by an insurance company is bound to raise a few skeptics.
Our client, BlueCross BlueShield of Florida, bought into an entire integrated campaign on that premise -- The Power of the Human Voice. And the site to back it up:
http://www.powerofthehumanvoice.com/
It allows anyone to leave a voice message with their point of view, which anyone can listen to.
At first, you would exepect the consumer commments to be pro-BCBS or perhaps neutered negative. But BCBS agreed to allow all posts to go up (except those violating standard decency/privacy terms). Even those criticizing their company. The result is a collection of consumer voices that range from enraged to emotional to positive. It is amazing how many end with the person thanking BCBS for the opportunity to express themselves.
Seems like a gimmick, but listen to a couple and you will be surprised. And maybe motivated to leave your own.
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